The highest discount is 2300 yuan! Apple announced the biggest price cut in history in China

Chengdu Business Daily Red Star News

2024-05-21 14:58Published on the official account of Red Star News of Chengdu Business Daily, Sichuan

The reporter learned from the Tmall Apple flagship store that from 8 p.m. on May 20 to May 28, the iPhone15 series will be promoted and sold, superimposed with Apple's surprise shopping coupons and official discount amounts, and the price reduction is not small. After the iPhone15 discount, the price is 4599 yuan. Among them, iPhone15Pro Max is discounted by 2050 yuan.

Industry insiders believe that Apple is facing fierce competition from manufacturers such as Huawei, OPPO, vivo and Xiaomi in the high-end mobile phone market, and in the first quarter, Apple's iPhone sales declined significantly, so it boosted sales through price reduction promotions.

iPhone15系列大降价

According to the official flagship store of Tmall Apple Store, from May 20th, after superimposing the two promotional offers of official instant reduction and Tmall coupons:

The original price of iPhone 15 starts at 5999 yuan, and it starts at 4599 yuan after the discount

The original price of iPhone 15 Plus starts at 6999, and it starts at 5599 yuan after the discount

The original price of iPhone 15 Pro starts at 7999 yuan, and it starts at 6099 yuan after the discount

The original price of iPhone 15 Pro Max starts at 9999 yuan, and it starts at 7949 yuan after the discount.

Among them, the largest discount is the iPhone 15 Pro 1TB version, which has dropped directly from the original price of 12999 yuan to 10699 yuan, and the price difference has reached 2300 yuan.

Screenshot of Apple's Tmall flagship store

After the price of the iPhone 15 was reduced, it basically came to the same price point as Android flagships such as Xiaomi and Huawei.

The starting price of the iPhone 15 is 4599 yuan, which is in line with the starting price of the Xiaomi 14 Pro, and even 900 yuan cheaper than the starting price of the Huawei Pura 70 at 5499 yuan.

If you had to choose between three phones, which one would you choose?

Why did Apple launch the biggest price cut in history?

The reporter noticed that in the official flagship store of the Apple Store, in addition to the iPhone15 series, the iPhone14 series, the iPhone13 series, laptops, tablets, smart watches, headphones and other products have different degrees of discounts. Industry insiders said that Apple's products are heavily promoted, showing that the company's products are selling sluggishly in the Chinese market, and they hope to boost sales through promotions.

Some analysts pointed out that this price cut is an important node, because Apple has never carried out such a large official price reduction in the Chinese market.

Behind the price reduction is the sales pressure that Apple is facing in the Chinese market. According to IDC data, in the first quarter of this year, iPhone shipments in the Chinese market fell by nearly 7% year-on-year, ranking fourth from the first in the previous quarter.

Despite the continuous price adjustment and promotion, and the iPhone 15 Pro Max was the best-selling model during the Chinese New Year, Apple is facing increasing challenges and pressure from its competitors, and urgently needs to upgrade and innovate from all aspects of software and hardware to attract consumers.

IDC believes that in the past few years, domestic mobile phone manufacturers have continued to adhere to the direction of high-end development, continuously increased R&D investment, strengthened in-depth cooperation with the supply chain, launched more customized and differentiated solutions, and continued to improve product competitiveness. As a result, Apple's share of China's high-end mobile phone market is shrinking.

Zhang Mengmeng, a senior analyst at Counterpoint Research, said that Apple faces fierce competition from Huawei in the high-end mobile phone market, and at the same time is squeezed by aggressive pricing from manufacturers such as OPPO, vivo and Xiaomi. Although the iPhone 15 is a great device, it has not been significantly upgraded compared to its predecessor, so consumers are not willing to change it for the time being.

Global iPhone sales are declining

The iPhone business still accounts for half of Apple's revenue and remains at the heart of Apple's ecosystem, but iPhone shipments underperformed in the first quarter.

IDC released a report that global smartphone shipments in the first quarter of 2024 increased by 7.8% year-on-year to 289 million units. Samsung shipped 60.1 million units in the first quarter, down 0.7% year-on-year, ranking first in the world in terms of shipments. Apple is still in second place in the world, but the company's shipments fell to 50.1 million units in the first quarter of this year from 55.4 million units in the same period last year, a year-on-year decrease of 9.6%.

Apple's iPhone sales declined, which was verified in Apple's financial report. Apple's financial report shows that the revenue of the iPhone business in the first quarter was $45.963 billion, a year-on-year decrease of 10.46%. In the first quarter, Apple's revenue in Greater China was $16.372 billion, down 8.08% from $17.812 billion in the same period last year.

Guo Tianxiang, research manager of IDC China, believes that China's smartphone market in the first quarter of 2024 has achieved a "good start" and is higher than expected, indicating that the entire industry is continuing to show a positive trend. The intensification of competition among leading manufacturers and the strategic differentiation of each company have made the market pattern full of uncertainties this year. At the same time, it should be noted that consumers are still cautious about the replacement and purchase needs of electronic products. Therefore, the entire mobile phone industry still needs more innovation and breakthroughs, and promote consumers to change their phones through more attractive products, so as to continue the current good trend of China's smartphone market.

Source: Orange Persimmon News, China Securities Journal

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